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Top story: Ryder Cup straps in with BMW

Rolling sports business news wrap: Every deal, every day.

30 November 2018 Ceysun Dixon

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Top Story


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Automobile giant BMW has been announced as a worldwide partner of the Ryder Cup for the next two editions of the biennial golf match.

The German brand will sponsor the biennial golfing contest, which pits the 12 best golfers from the US against their counterparts from Europe, at Whistling Straits, Wisconsin in 2020 and Marco Simone, Italy in 2022.

It was simultaneously announced that BMW has renewed its sponsorship of the European Tour and will continue as title sponsor of the BMW PGA Championship and BMW International Open until 2022.

Guy Kinnings, the European Ryder Cup director, said: “BMW has been an important part of the Ryder Cup’s growth and success over the past 12 years, so we are extremely pleased this will continue not only in Italy in 2022, but also when we travel to the United States in 2020.”

Bernhard Kuhnt, president and chief executive of BMW North America, added: “We are delighted to join forces with the PGA of America and Ryder Cup Europe in a shared mission to drive golf’s top international event to even greater heights.

“As a supporter of golf globally for the past 30 years, golf remains the perfect platform for our brand to engage our network of owners, dealers and golf fans across the world.”


German soccer team FC St. Pauli have announced a new deal with analytics company Blinkfire Analytics, which will provide the 2. Bundesliga team with social media stats and help measure the impact the club drive for their main brand partners online.   

The Tokyo 2020 Organising Committee has announced that Japanese car giant Toyota will be its official presenting partner for the Olympic torch relay.

Online gambling company Unibet has signed a two-year sponsorship deal with esports group Astralis to become its official betting partner. The arrangement gives the company access to image rights and exclusive content from the group, best known for playing Counter-strike: Global Offensive.

English netball team London Pulse has appointed digital media company Snack Media to a social media brief as the club prepares for its first season in the Vitality Netball Superleague (VNSL). The media company role’s will cover creating and managing  social media content, as well as live reporting on London Pulse’s games.

The International Hockey Federation (FIH) has announced a four-year partnership with fantasy sports platform, Dream11, to develop and operate a fantasy league relating to all FIH events. 

Personal Endorsement 

Italian sporting goods company Fila has extended its sponsorship of Czech Republic tennis player Karolina Pliskova. The company has sponsored the current world number 8 tennis player since 2016.


 Our industry digest will update throughout the day as deals break so check back to make sure you do not miss a story

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